Eight direct marketing trends for 2011
Date: April 3, 2011
Largo, Florida, April 2011 —What are the trends in direct marketing in 2011? Here’s our take:
1. Blended marketing. Direct marketers continue to seek a balance between traditional (print and mail) and online marketing. To avoid the spam trap on the electronic side, marketers are leaning toward more permission marketing, where print invites the buyer to go to an electronic platform. Two examples: QR codes and pURLS.
2. Surgical targeting. The tighter the list, the lower the cost and the higher the response. As direct marketers become ever more data savvy, list selects get stronger. Now it’s not just geo, age and income, but purchase history, hobby correlates and psychographic profiles. Who would have known that dog lovers are more likely to buy health insurance? They are.
3. Re-thinking trade areas. Used to be that your customers came from within six to eight miles, max, form your store. That is changing, as more buyers purchase online. If you are selling online, your buyers can be almost anywhere.
4. Improved ethnic pinpointing – Previously, campaigns that targeted ethnic consumers relied on surname modeling, but new data models will allow marketers to determine which language is spoken in the household.
5. Leveraging updated Census data. The last batch of 2010 Census data was released in March. The last decade saw huge shifts in household wealth, home ownership and purchasing behavior. Is your list vendor incorporating this data in its modeling?
6. Automated tools. Smart direct marketers are adding online tools so that customers can order direct mail drops completely online. The tools help you select the creative look, customize the offer, and pick the list profile, geography and quantity. You can proof online, pay online and press send. Better yet, the tools give you dashboards to enter response and calculate ROI.
7. Postage minimization. As rates increase, postage takes up a greater percent of your direct mail budget. Cutting postage rates can help you afford larger drops to target more prospects. You list provider can help you qualify for lower rates while still targeting within specific carrier routes.
8. Smart use of color. Color will enhance a communications piece and draw attention to the most important messages. Which colors are hot? According to Pantone, the anointed ones are honeysuckle, coral rose and peapod, among others. Remember, color needs to be appropriate for the product. If you’re selling tires, honeysuckle may not connect.
For additional information, contact your PrimeNet representative
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